If you take a look around TikTok, you may find that many users are posting content with brand names or logos within their videos. Don’t be fooled into thinking that those are coincidental additions to a video. No popular media can escape the creativity of marketing teams around the world, and accounts with large followings on TikTok can make a decent income as influencers. Anyone can try to increase the number of followers on their account using services such as SubscriberZ, but the smartest TikTokers are able to negotiate deals with brands to market their products for them. So why are brands focused on TikTok anyway?
TikTok Is Popular Among The Younger Generation
It's no secret that businesses have been trying to appeal to younger generations (teens in specific) for the past decade. As they realized that they could build consumer loyalty from a young age, which results in more returning customers.
However, research has shown that Generation Z is less set in their ways about the brands they use. Their brand loyalty is not as strong as previous generations have shown. Nonetheless, marketing teams feel that marketing to the younger generation is part of the recipe for success.
The Algorithm Creates Conditions For Going Viral
When news or a post goes viral, it is being shared repeatedly at an exponentially increasing rate. The way that TikTok’s algorithm is designed, makes going viral an easier task to achieve when compared to other social media platforms. This makes reaching a larger audience of people more accessible.
HashTags On TikTok have Active Users
Unlike other social media platforms where the viewers are passively scrolling through a feed, TikTok is unique in having a variety of challenges incorporated. When brands immerse their brand name into a TikTok challenge, the users who participate in that challenge are active users that are posting. This means they spend more time focused on the hashtag than the fraction of a second it takes to like a post. This prolonged engagement time is beneficial to businesses because it increases brand awareness and brand recognition, two important aspects of any marketing strategy.
TikTok may be the newest addition to the most popular social media networking platforms, but it has certainly proven itself worthy in the eyes of marketing specialists working for big-name brands all over the world.
Additionally, while Instragram was the platform that popularized “influencer marketing,” TikTok seems to be taking over in that area. More and more users are joining TikTok as content creators with the specific goal of becoming popular enough to attract the attention of big brands that pay large sums of money as sponsors for their content to include a way to market the brand.
In other words, people (old and young) are joining TikTok as content creators in hopes of becoming influencers. Given the number of TikTokers that go this route, it seems to be a very lucrative business for them. Until another player in the social media game joins, it seems that TikTok is here to stay and only getting more popular.